First impressions count – a lot. Unfortunately, many healthcare organizations miss out on the opportunity to make a good one. Typically healthcare leaders only start to think about making a favorable impression at the point when clinicians actually see patients.
But patients interact with many other staff members – frequently on financial matters – well before the clinical encounter commences. As such, leaders need to start thinking about making a good impression at the very first “hello.” The problem is that most healthcare leaders do not view these initial financial and administrative contacts as part of the patient care experience – and, therefore, miss the opportunity to engage (and impress).
Healthcare leaders need to think more holistically and consider the financial encounter as part of the overall process of treating the patient. To do so, hospitals and other provider organizations should engage patients and their families during their initial interactions: when calling to schedule a visit, registering in the emergency department or talking about financial obligations. To truly offer a holistic treatment experience, healthcare organizations must go beyond just offering compassion when providing clinical care and provide the same tender loving care when working with patients to maintain their financial well-being.
This is becoming increasingly important as patients now are taking on more financial responsibility for their own care. According to the 2014 Census from America’s Health Insurance Plans, the prevalence of consumer directed, high-deductible plans has increased 15% per year since 2011, and shows no signs of stopping.1 In fact, the average deductible has increased by 47% since 2009, according to research from the Kaiser Family Foundation.2
With these plans in place, patients are confused about what their financial responsibilities are. Consider the following: According to a Harris poll, 38% of those surveyed do not have a good understanding of the healthcare services covered under their current plan, 41% do not know what their out-of-pocket costs for prescription drugs are, and 61% don’t know their out-of-pocket costs for urgent care or walk-in clinic visits.3
This perplexity presents a great opportunity for healthcare organizations to leverage transparent pricing as a means of engagement and a foundation for positive long-term relationships with patients. Just think about how such efforts will resonate. Patients want to have the cost information that enables them to make the best decision about which care option to pursue. Having such data upfront provides patients with peace of mind, as they know what to expect during their care journey. In essence, by providing easy access to pricing information, healthcare providers can help patients gain some control over their situation – something that is vitally important to many who are feeling out of control due to the health conditions that landed them in the hospital in the first place. And, if patients feel that the organization care about them enough to ensure that they remain financially whole, loyalty is likely to ensure.
Making it happen
To engage patients at “hello,” organizations need to fully leverage technology. Before actually stepping foot into a healthcare facility, for instance, patients can interact through portals, which can provide information on financial obligations and processes. Portals enable patients to efficiently pre-register, fill out demographic information, establish payment plans and apply for charity care.
Icons and widgets in these portals can provide pricing details, instructions on what type of documentation is required, and explanations on how care will be funded. Analytic functionality makes it possible to provide estimates for financial responsibility at the point of registration or pre-visit. With these features, provider can inform patients of the estimated overall charges for the service they are receiving – and the portion that the payer will cover and the amount that the patient will be responsible for.
Even if an organization does not have a portal, there are other ways to leverage technology to better engage patients. For example, staff members can use the hospital’s healthcare information system to engage patients early. Registrars can simply turn the screen and share it with patients – explaining to patients that entering financial information in the right place in the system we will ensure care is covered by private or government payer organizations. Typically patients appreciate such involvement, and they will start pointing at various fields to ensure that the registrar has all the data correct.
Making a good first impression and engaging with patients at “hello” is also a healthy habit for healthcare organizations. Patients who understand their financial obligation are much more likely to comply with making timely payments down the line. In addition, obtaining the right information makes it possible to more expediently obtain payment authorizations from government and private payers – and ultimately leads to a reduction in denials. Out-of-pocket expenditures in healthcare have increased significantly in recent years. So, getting patients to fully accept this financial responsibility can make a significant impact on an organization’s bottom-line. And, doing so in a manner that makes patients happy from the beginning is likely to result in making not only good first impressions but in developing long-term positive relationships.
About the author
Sandra Jacobs is Founder and CEO of Jacobus Consulting, a leading healthcare consulting firm, based in Irvine, CA. In her more than 35 years of healthcare experience, Jacobs has held leadership roles across hospital and clinic settings, including physician operations, financial systems, and consulting services. Jacobs also serves as a senior advisory partner to Jacobus Consulting clients and is a recognized leader in Revenue Cycle Transformation, HIM, EHR, and HIS services and systems. For more information on Jacobus Consulting, go to www.jacobusconsulting.com.
References
1. American Health Insurance Plans 2014 Census. Accessed at: www. ahip.org/2014/HSA-Census-Report
2. Mayer, K. Rising deductibles hitting consumers hard. Benefits Pro. April 1, 2015. Accessed at: http://www.benefitspro.com/2015/04/01/rising-deductibles-hitting-consumers-hard
3. Survey Reveals One In Five Insured Americans Avoid Seeing A Doctor Due To Fear Of Cost. Health IT Outcomes. Accessed at: http://www.healthitoutcomes.com/doc/survey-reveals-one-in-five-insured-americans-avoid-seeing-a-doctor-0001
The views, opinions and positions expressed within these guest posts are those of the author alone and do not represent those of Becker’s Hospital Review/Becker’s Healthcare. The accuracy, completeness and validity of any statements made within this article are not guaranteed. We accept no liability for any errors, omissions or representations. The copyright of this content belongs to the author and any liability with regards to infringement of intellectual property rights remains with them.
